When you personal an e-commerce web site, your product descriptions are a low-hanging fruit that will help you make extra gross sales.
An important product description tells a narrative—the story of who your product is for and how your product will help them get what they need.
As a result of with regards to gross sales, it’s not about what your product does. It’s about how your product helps your prospects obtain the life they think about of their heads.
However what does that imply? And the way do you get extra individuals to click on “Purchase now” after studying your product descriptions? Let’s set the scene with just a few nice examples.
One in every of my favourite examples of a stellar product description is Thursday Boot Co.’s President Lace-Up Boot. Let’s take a look:
There are just a few key issues right here that make this description so good:
- It is aware of its viewers: Males who desire a boot that appears good, stands as much as exhausting use, and doesn’t require fixed cleansing and caring.
- It makes you part of its story and mission: making the highest-quality boots which might be priced pretty and ethically.
- It highlights the standard of the supplies—Kevlar laces and USA-grown tier 1 cattle hides.
Right here’s one other product description instance from Solo Range’s smokeless fire pit:
Similar to Thursday Boot Co., Solo Range does an amazing job of understanding its viewers. Anybody who’s sat round a hearth is aware of what teary eyes and smelly garments really feel like.
Discover how its precise “product description” is just two quick sentences. It cuts straight to what the product is with zero fluff above the fold, then goes into explaining the options in additional element beneath the product photographs and specs.
Solo Range additionally does an amazing job of utilizing video to reinforce its product descriptions.
Lastly, let’s have a look at considered one of my favourite merchandise of all time: chocolate.
Endangered Species Chocolate is my favourite chocolate model. The chocolate is decadent, scrumptious, and, better of all, the model provides 10% of its revenue to assist save endangered species.
Why am I telling you this? Other than desirous to persuade you to enlighten your palate, I’m hoping you’ll see these are all factors that assist the model write scrumptious product descriptions that convert.
It makes use of its descriptions to explain the expertise you’ll have if you purchase one of many bars. This lets you think about the style in your mouth. And in the event you can think about it, you’re one step nearer to creating that have a actuality and clicking the “purchase” button.
That is the facility of utilizing phrases to assist your prospects visualize themselves proudly owning, utilizing, or consuming your product. If they’ll see it of their minds, they’re much extra prone to purchase.
By finding out different manufacturers’ copywriting, you may enhance your personal.
Prepared to start out writing? Listed below are six ideas for crafting the very best product descriptions doable:
1. Above all else, know your viewers
Convincing somebody to purchase one thing with out understanding their wants, desires, and wishes is tough, to say the least. In order for you your descriptions to be as efficient as doable, it’s good to know your viewers effectively.
Particularly, it’s good to know the solutions to the next questions:
- What are the traits of the goal section or of a really perfect buyer? (Age, gender, pursuits, character, life scenario, and so forth.).
- What ache level does my product assist them remedy? What life-style does it assist them stay?
If we have a look at the three examples I gave above, we will reply these questions.
President Lace-Up Boot:
- Male, probably aged 25–45, cares about his look but in addition wants a boot that may perform, maintain up, and look good.
- It helps the wearer have sensible footwear that appears good, feels good, and doesn’t break the financial institution.
Solo Range:
- A number of age ranges and genders, however probably a family-oriented individual aged 30–45 or probably somebody who enjoys internet hosting events. I’d create a couple of purchaser persona on this case.
- It helps them host great gatherings round a smokeless, lovely hearth.
Endangered Species Chocolate:
- Probably somebody a bit older (30+) with more cash to spend on indulgences and who cares concerning the planet in addition to nice chocolate.
- It helps them get pleasure from a scrumptious deal with and take a second for themselves.
Discover that I didn’t say, “Offers them shoe to put on” or “Offers them a pit to make a hearth.” There’s extra to it than that—it’s concerning the final desired consequence: Having the proper hearth to make the proper celebration or the proper boot to look good and really feel good with out breaking the financial institution.
When you can determine precisely what your viewers desires and desires, then you may paint an image along with your phrases that may promote your product for you.
When you don’t know the solutions to those questions, it’s time to do some market analysis. Learn boards, ask questions, and at all times attempt to get genuine buyer suggestions. Even contemplate sending an e mail asking for individuals’s suggestions and attempt to get them to allow you to hop on a telephone or video name. This perception is invaluable and might be price giving free merchandise or reductions to get.
2. Inform a story
Good copywriting will get the reader invested. You need them to really feel like they’re part of your story or mission.
Within the phrases of world-renowned copywriter David Ogilvy, “The worst fault a salesman can commit is to be a bore.” Folks wish to be entertained and fascinated, and your descriptions aren’t any exception.
Clearly, that is simpler executed with some merchandise than others. It’s fairly tough to inform an attention-grabbing story about one thing so simple as a regular telephone charging cable or a roll of paper towels. However that doesn’t imply it could’t be executed.
One in every of my favourite methods a model has executed that is Squatty Potty and its slogan “Unkink Your Colon”:
It combines humor with storytelling to make an especially compelling product description. And it retains it going all over its product web page.
The “story” is, as a species, we’ve advanced to poop whereas squatting, not sitting. The squatty potty lets you do what people had been designed to do within the unnatural setting we name a rest room.
Not all merchandise lend themselves so effectively to the sort of humorous storytelling. But when yow will discover an attention-grabbing angle to your merchandise, it could assist you to create a promoting level.
3. Write with website positioning in thoughts
When you care about getting free, recurring prospects, it is best to care about SEO (website positioning). Meaning optimizing your product pages to allow them to rank for key phrases individuals search on Google and different search engines like google.
Optimizing your product descriptions begins with understanding what key phrase you need your web page to rank for—which suggests it’s good to do some key phrase analysis.
The simplest method to do this is to seek for your product on Ahrefs’ Key phrases Explorer, have a look at the Associated phrases report, and depart it on the default view. It reveals you key phrases that pages rating on the prime 10 positions for the key phrase on the enter additionally rank for.
For instance, let’s say I wish to promote a purple bikini. It brings again 38 associated key phrases:
The key phrase “purple bikini” is looked for ~3,000 instances monthly. However there are different key phrases like “purple bathing fits,” “purple bikini set,” and so forth., which might be additionally looked for.
On this case, the key phrase I typed in occurred to be the very best goal key phrase for the web page. However that received’t at all times be the case. Had we typed “lavender bikini,” we’d have discovered that “purple bikini” could be a greater key phrase to focus on as a consequence of its increased site visitors potential.
These associated phrases will help you additional optimize your product web page for the primary goal key phrase.
For instance, we will speak about “purple swimsuit” and “purple bikini set” in our product description to extend our web page’s relevancy for the key phrase “purple bikini” and assist our possibilities of rating on Google.
You should utilize these key phrases in your web page headers, the outline itself, picture alt textual content, and extra. Simply add them wherever it feels pure and is smart with out attempting to pressure them in too many instances. Consider it as a method of various your phrase decisions (which is considered one of my tricks to turn into a greater author, by the method).
That is a part of the deeper strategy of on-page website positioning—one thing each e-commerce enterprise proprietor ought to study.
4. Use adverts to check copy
Sufficient about website positioning. Let’s speak about pay-per-click (PPC) adverts and learn how to use them to enhance your product copy.
When you’re already working search adverts, then use excerpts from the profitable advert copies in your product descriptions. You’ve already received the information that they work.
When you’re not working adverts, you may nonetheless spy on opponents’ adverts to see what sort of copy is working for them. Simply Google your product…
… and be aware of any frequent traits among the many adverts. On this instance, the phrase “Designer” stands out to me. If I strive different key phrases, I can see that’s a standard pattern:
This tells me utilizing phrases like “Designer” and promoting combo pricing could also be factor to incorporate in your product descriptions.
To make this even higher and sooner, you may spy in your opponents’ adverts with the Advertisements report inside Ahrefs’ Web site Explorer.
It will allow you to see their advert copies throughout all of their adverts, and you’ll test a number of opponents to see the traits and overlaps of what makes them profitable. It is because adverts that drive probably the most site visitors and price probably the most are prone to be optimized and examined, so you may steal what’s already been discovered to transform.
5. Make it look good
Your product web page doesn’t want to simply sound good—it must look good too.
This encompasses quite a lot of issues:
- Utilizing higher phrases to explain your merchandise
- Formatting your description in a method that’s simple to scan
- Breaking apart giant paragraphs and chopping fluff
- Utilizing high-quality photographs and movies
- Breaking apart the web page visually
The model examples I gave in the beginning of this text do that very well. They don’t simply have some product photographs with an outline and a “purchase” button—their complete product web page is a touchdown web page created to transform the customer.
They break up the web page into sections utilizing a mixture of lovely product photographs with temporary descriptions, video overviews, and close-ups that designate the minute particulars. When you don’t know learn how to construction your web site like this your self and may’t discover a template you want, it might be price hiring an online designer to construct it for you.
Past the construction of the web page, you must also deal with bettering the phrases you utilize to explain your merchandise. As a substitute of simply saying it’s “sturdy” or “prime quality,” take a extra poetic and engaging strategy.
Jacob McMillen shares an amazing tip in his guide to copywriting that’s useful right here—use bulleted lists that describe a characteristic of the product, then observe that up with the additional benefit whereas using energy phrases.
For instance:
- Enzyme washed for added softness
- Dye course of creates variations of colour, making every tee really distinctive
- Tees pre-shrunk, so they’ll match the identical endlessly
Phrases akin to “distinctive” or “endlessly” are energy phrases. Take a look at this list of power words for extra concepts to fluctuate your wording and preserve it attention-grabbing.
6. Minimize the fluff
Hopefully at this level, you’ve meticulously brooded over each phrase of your descriptions. You’ve formatted them with considerate use of bulleted lists, sections, and media.
However there’s yet another factor it’s good to do to shine your description: Ruthlessly reduce the fluff.
Whenever you’re executed writing, sleep on it first, then learn your product descriptions out loud the following day. By studying them out loud, will probably be painfully apparent the place you’ve added pointless, additional wording or which sentences sound unusual.
Some huge culprits embody the overuse of the phrase “that,” writing in passive voice as a substitute of energetic voice, and utilizing weak verbs as a substitute of stronger, extra expressive ones.
Let’s take an instance. Right here’s a product description:
Our beautiful, fluffy down pillow is made by hand in a manufacturing unit in Indiana by individuals who put quite a lot of care into each sew. This pillow is bound to eliminate your insomnia and assist you to sleep like a child.
Good, however let’s reduce the fluff and see what we will enhance:
Our luxurious down pillows are hand-crafted with love in each sew. Sewn proper right here in Indiana, these pillows will make your insomnia a factor of the previous. Sleep like a child once more.
See how the second is extra direct and makes use of stronger verbs with fewer phrases? That’s what you’re aiming for. Robust, expressive, and concise.
Last ideas
As digital entrepreneurs, our web site is our 24/7 gross sales machine. Each second we put into bettering it’s a second invested in an automatic cash machine.
Studying learn how to excellent your product descriptions—and your product pages—is without doubt one of the methods you will get an even bigger ROI from your corporation.
Able to study extra? Take a look at these different guides:
